Your Ads Are Going Public; Mobile Native

Content-recommendation firm Outbrain is taking steps toward an IPO, including hiring its first CFO, Jeff Davison. According to paidContent, the company will make an estimated $130 million in revenues this year. Israeli news outlets, including Haaretz, are reporting that the company values itself at $1 billion. Read more.

Mobile Native

Former One Riot CEO Tobias Peggs, who is now CEO at Aviary, hails the arrival of native on mobile, proclaiming that it will effectively kill banners and make companies lots of money. In a Tumblr post, he cites Twitter’s acquisition of MoPub, Instagram’s impending ads product and Snapchat’s brand relationships as evidence that native is coming full-force to mobile. He writes, “Mobile advertising is dead. Long live mobile advertising. The native kind.” Read more.

Video Growth UK

The rise of video is a global trend, and BrightRoll has released a report detailing video consumption in the UK. Overall, 85% of UK Internet users watch online videos, with an average of 300 videos per viewer. Programmatic buying also is increasing, with 41% of agency respondents expecting to dedicate half or more of their budget to programmatic. Read the report here (Pay with some PII).

Publisher Rolling Dice

Rumor has it Time Inc. has been in talks with American Express about taking over the banking company’s magazines, according to Ad Age, although neither company has officially commented. "[Time Inc. is] taking on essentially more risk," said Ken Doctor, an analyst with Outsell. "In the middle of their own transformation, they're doubling down on very consumer-oriented publications." Read more.

Searching Loopholes

Danny Sullivan, founding editor of Marketing Land, questions whether Google’s protection of user privacy was really just a play to get more ad dollars. Some of his reasoning stems from the fact that Google left open a loophole that gives its advertisers access to search referrer data, and made it harder for third parties to compete with Google. Furthermore, in order to access search data older than 90 days, publishers must sign up for a Google AdWords account. Read more.

Exchange On The Go

Want your programmatic media buying available to you at the dinner table? Yesterday, Google announced the “DoubleClick Ad Exchange Deals interface for mobile.” Lucky buyers and sellers can view the latest status on their “Preferred Deal or Private Auction” on any device while eating their corn cob. See the UX. ABC -- Always Be Connected.

Make Mine Guaranteed

Demand-side platform DataXu has thrown its hat in the “guaranteed” programmatic media (or do you say, “Programmatic Direct?”) conversation with DataXu for Guaranteed Media. In a press release yesterday, the company touts the new product: “Marketers can control and optimize the performance of sponsorships and other direct media buys on premium and endemic sites at scale.” Read more.